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TRANSCRIPT
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Session Title Here
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Innovations in Cross-Media Publishing
An Implementation Case Study From the Manufacturing Sector
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Intro
• Dana VanDen Heuvel – Director, Sales Technology & Web Operations, KI Companies
• – $700M contract furniture manufacturing company– Unique Go-To-Market model (Distribution)– Previously re-purposing and re-creating content– Case Study of the COPA Concept adoption process
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Agenda
• What are we trying to accomplish?
• What’s “The Message”?
• Producers – Consumers – Apps
• The Great Migration
• Migration Vehicles
• Value Added
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Objectives!
• Single version of the truth• Minimize 2x and 3x work on same content• Consistent branding message• Serve distinct core market segments• Serve unique user groups
– Customers & End Users– Sales Force & Internal
Make or save money
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Barriers to Accomplishment
• People – 85%– Management buy-in– Resistance to change– Perceptions of ownership– Buy-in to cause
• Technology – 15%– Buy it, build on it, implement/execute
Evangelize!
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The Message - Content
• Marketing Copy– Brochures– Website– Price Lists– Partner Catalogs
• CAD Symbols– 3 formats– Unique user apps
• Engineering Documents• Environmental Data• Manufacturing Specs• Product Specifications
• Imagery– Stock photos– One-off renderings– Custom Products
• Pricing Data• Project Mgmt Data• Leads/Customer Intel
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DesignMarketing
E-Library(CAD)Cust Serv
TPGBiz Dev
Web/ExtranetPhonePDA
3rd Party DBCRM SystemCustom App
DistributionSpecifierArchitectEnd User
Sales RepsMedia
Manufacturing
Ind. Partners
Creators ConsumersAppliances
/Applications
PRIN
T M
EDIA
Macro View
Vendors
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Design
Marketing
E-Library(CAD)
Manufacturing
Sales Reps
Architects
Creators Consumers
PRINT MEDIA
Micro View
Content
Content
Content
“Create many, publish somewhere”
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The Facts of Life
• There will always be disparate data sources• There will always be unique content
databases• Implementation is one thing – Adoption is
another• Bodies and bureaucracy are not options• ROI is not an “iceberg” issue
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The Great Migration
• Mission, objectives, cause
• Cross-functional proj. team – everyone has deliverables
• Preponderance of customer need
• Communication
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Website, brochures, RFP
The Great Migration 2
Consumers
SpecPricingCAD
MrktgImages
Web
Design
Object Publisher
DesignStudio
ManualProcess
Quark (all print!)
CRM ?
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The Great Migration 3
Consumers
CADMrktgSpec
ImagesPricingWeb
Vendors
Object Publisher
Web Services(IBM Web Sphere)
(Microsoft)
Any App
Web/ExtranetPhonePDA
3rd Party DBCRM SystemCustom App
CRM
Design
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Value Added
• Headcount reallocation– Focus on incremental value add
• Time for innovation– B2B top 100 websites
• Low WIZMO/WIZMI factor– Customers and Field Sales
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Lessons Learned
• More than a business case
• 85% people, 15% technology
• Consider all customer touch points
• Manage laterally, and vertically
• We’re still learning!
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Session Title Here
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copy here. Body copy here. Body copy here. Body copy
here. Body copy here. Body copy here. Body copy here.
Body copy here. Body copy here. Body copy here. Body
copy here.
Innovations in Cross-Media Publishing
An Implementation Case Study From the Manufacturing Sector